Google Adwords

Extending search campaigns with feeds, dynamic remarketing and shopping

Google Adwords 302 is an in-depth, hands-on training day that shows you how to extend your AdWords campaigns into dynamic remarketing using dynamic ads driven by page tagging and feeds. You will learn about feed specifications for flights, hotels & rentals, local deals, property, retail, travel and how to build custom formats and then on to retail shopping campaigns using product listing ads and the Google merchant center.

How will you benefit?

You will end the day having understood the ways in which you can extend your AdWords campaigns into dynamic remarketing using dynamic ads driven by feeds and page tagging and how to build, optimise and manage shopping campaigns using product listing ads and the Google merchant centre.

What is the Syllabus?

The day is split into four sessions, separated by a fifteen-minute break in the morning and afternoon, with a one-hour break for lunch. Registration opens at 9:00am and training starts promptly at 9:30am with the day finishing around 5:00pm.

Session 1 – Planning, targeting, and optimising dynamic remarketing campaigns

  • Introductions, your objectives and building your action plan
  • The business case for remarketing
  • Understanding dynamic remarketing
  • Creating AdWords dynamic remarketing tags with AdWords
  • Exploring and selecting business feed types: flights, hotels and rentals, local deals, property, retail, travel or custom format
  • Exploring and understanding custom campaign parameters for business types
  • Exploring and understanding code customisations to populate dynamic parameters
  • Exploring, understanding and using Google Tag Manager to populate dynamic parameters
  • Creating a display network campaign for dynamic remarketing
  • Exploring and understanding display campaign settings
  • Targeting ads with location targeting
  • Targeting ads with location options
  • Targeting ads with ad scheduling
  • Targeting ads to devices, networks and operating systems
  • Selecting initial bid strategy
  • Selecting initial budget
  • Selecting preferred delivery method
  • Selecting dynamic ad settings

Session 2 – Creating dynamic ads, bidding, bid adjustments and analysing performance

  • Creating dynamic display text ads
  • Creating dynamic display image ads
  • Creating dynamic responsive ads
  • Exploring, understanding and setting manual bidding strategies for dynamic remarketing
  • Exploring, understanding and setting automated (RTB - Real Time Bidding) bidding strategies for dynamic remarketing
  • Exploring, understanding and making dynamic remarketing bid adjustments for time, location and device
  • Introducing and understanding similar remarking audiences
  • Introducing and understanding conservative or aggressive (display campaign optimiser) targeting
  • Exploring, understanding and analysing remarketing metrics

Session 3 –Product listing ads, merchant centre and feed optimisation

  • Introducing and exploring Google Shopping
  • Introducing and exploring product listing ads
  • Introducing and exploring the merchant centre
  • Creating a merchant centre account
  • Linking AdWords to the merchant centre
  • Exploring and understanding feed attributes and specification
  • Building and uploading a feed
  • Troubleshooting the feed
  • Optimising and enhancing the feed
  • Titles, Images, Variants and Colours
  • Differentiating the feed with merchant promotions
  • Understanding and creating custom labels

Session 4 – Planning, targeting, and optimising shopping campaigns

  • Creating a shopping campaign
  • Linking your Adwords account to merchant center
  • Exploring and understanding display campaign settings
  • Targeting your ads with location targeting
  • Targeting your ads with location options
  • Targeting your ads with ad scheduling
  • Targeting your ads to devices, networks and operating systems
  • Selecting your initial bid strategy
  • Selecting your initial budget
  • Selecting your preferred delivery method
  • Understanding and using campaign priority
  • Understanding and using negative keywords in shopping campaigns
  • Exploring, understanding and making bid adjustments for shopping>/li>
  • Exploring, understanding and analysing shopping campaign metrics
  • Exploring, understanding, analysing and using shopping impression share metrics
  • Exploring, understanding and setting automated bidding strategies for shopping
  • Exploring, understanding and making shopping bid adjustments for time, location and device
  • Optimising shopping with multiple campaigns for core products, high priority products and seasonal promotions
  • Wrap up, conclusions, your action plan and feedback

What are the prerequisites for attending?

For Google AdWords training, attendees will require on-line administration access to an active Google AdWords account for the duration of the training.

A prerequisite of attending the 201 course is having completed the 101 course or possessing equivalent knowledge. A prerequisite of attending the 301 and 302 courses is having completed the 101 and 201 courses or possessing equivalent knowledge.

What did past attendees think?

All our attendees are asked to complete our continuous feedback survey and submit an honest, considered and fair review which we publish on our site and via eKomi. You can read these reviews on our site and on eKomi.



"A great course! A lot of option I always knew in google but al..."

A great course! A lot of option I always knew in google but always avoided, because they weren't clear or which I though wouldn't apply to my campaign anyway, became clear and most of them I could actually put into place immediately.
Google Adwords 302 – Advanced Conversion Optimization
Date published: 13/10/2014 10:28:44
5 / 5 stars

Open, public training
Google Adwords 302
Advanced Conversion Optimization

"A great course! A lot of option I always knew in google but always avoided, because they weren't clear or which I though wouldn't apply to my campaign anyway, became clear and most of them I could actually put into place immediately."

on 13/10/2014 10:28:44

Position: Online advertising coordinator
Company: Eoniantec



"Adwords 302 is the followup to adwords 301, both advanced adwo..."

Adwords 302 is the followup to adwords 301, both advanced adwords courses. Between the two they cover everything you need to know about adwords and act as a great sanity check for people managing large accounts.
Google AdWords 302 – Advanced Conversion Optimisation
Date published: 28/02/2013 09:15:00
5 / 5 stars

Open, public training
Google AdWords 302
Advanced Conversion Optimisation

"Adwords 302 is the followup to adwords 301, both advanced adwords courses. Between the two they cover everything you need to know about adwords and act as a great sanity check for people managing large accounts."

on 28/02/2013 09:15:00

Position: marketing manager
Company: telefonix



"Very depth in content and very well explained"

Very depth in content and very well explained
Google AdWords 302 – Advanced Conversion Optimisation
Date published: 07/03/2014 12:39:00
4 / 5 stars

Open, public training
Google AdWords 302
Advanced Conversion Optimisation

"Very depth in content and very well explained"

on 07/03/2014 12:39:00

Position: Marketing Team Leader
Company: Amplicon



"I thought it was an excellent reminder of the various function..."

I thought it was an excellent reminder of the various functions of adwords and also useful for learning new approaches. I've never had display explained in a way that made as much sense. Sharron was very helpful.
Google AdWords 302 – Advanced Conversion Optimisation
Date published: 25/03/2013 17:26:00
5 / 5 stars

Open, public training
Google AdWords 302
Advanced Conversion Optimisation

"I thought it was an excellent reminder of the various functions of adwords and also useful for learning new approaches. I've never had display explained in a way that made as much sense. Sharron was very helpful."

on 25/03/2013 17:26:00

Position: PPC Specialist
Company: Holiday Lettings



"A really great course. A lot of very useful information in a ..."

A really great course. A lot of very useful information in a short amount of time. I feel like we could have gone even longer with all of the data that was being presented. However, this may reflect my lack of knowledge of Google Analytics, and no reflection on the course content at all. (I will be taking the Analytics course)
Google AdWords 302 – Advanced Conversion Optimisation
Date published: 07/02/2013 17:26:00
5 / 5 stars

Open, public training
Google AdWords 302
Advanced Conversion Optimisation

"A really great course. A lot of very useful information in a short amount of time. I feel like we could have gone even longer with all of the data that was being presented. However, this may reflect my lack of knowledge of Google Analytics, and no reflection on the course content at all. (I will be taking the Analytics course)"

on 07/02/2013 17:26:00

Position: Marketing Manager
Company: McCann Investigations

Adwords Courses

Open, public
Training

[ Google Adwords ]

Google Adwords

Training Curriculum:

Four days of in-depth, in-detail, hands-on Google AdWords training

Google Adwords 101:

Building, optimising and managing search campaigns

Google Adwords 201:

Optimising search campaigns through analysis, structure and control

Google Adwords 301:

Extending search campaigns with display advertising and remarketing

Google Adwords 302:

Extending search campaigns with feeds, dynamic remarketing and shopping


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Day or Masterclasses

From as low as:

£374.25 per attendee per day*

*Multi-day masterclasses, booked 21 days ahead. Day classes £499.00 per attendee.

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